Agency: VML Client: Telefónica

The Telefónica Building is considered the first skyscraper in Europe. Construction began in 1926 under the direction of architect Ignacio Cárdenas. Located on Gran Vía, right in the heart of Madrid, its 15 floors reach a height of 90 meters. Initially, it served as the workplace for Telefónica employees. Additionally, it was from here that the first transoceanic call was made, during which King Alfonso XIII spoke with the President of the United States, Calvin Coolidge.

In its centennial year, Telefónica wanted to give this iconic place its own unique iconography, and the briefing was clear: the building should be recognizable while maintaining the minimalism that characterizes the brand. To achieve this, we focused on the most recognizable street-level view and the standout features, its windows and the large clock.